Skoči na glavni sadržaj

Izvorni znanstveni članak

Breaking barriers: Unveiling challenges in virtual reality adoption for tourism business managers

Nuno Sousa ; PhD Researcher, Faculty of Business Sciences and Tourism, University of Vigo; INESC TEC
Elisa Alén orcid id ; Professor, Faculty of Business Sciences and Tourism, University of Vigo
Nieves Losada ; Professor, University of Trás-os-Montes and Alto Douro; CETRAD
Miguel Melo ; Professor, University of Trás-os-Montes and Alto Douro; INESC TEC

Puni tekst: engleski pdf 874 Kb


str. 269-282

preuzimanja: 0



Purpose – This study investigates the barriers to the adoption of Virtual Reality (VR) in
the tourism industry. Although VR has great potential to enhance the tourist experience, the
adoption of this technology is still limited in the tourism sector. Building on the fundamental
principles of the Technology-Organization-Environment (TOE) theory and its contribution to
perceptions of technology adoption, this study aims to fill the knowledge gap regarding the
specific barriers to VR adoption by tourism enterprises.
Methodology – To achieve this objective, interviews were conducted with managers of tourism
companies, and the data was analysed using qualitative methodology through MAXQDA 20
Conclusions – The results reveal that the main barriers identified by managers mainly
include lack of knowledge about VR, particularly in the tourism sector. The perceived lack of
usefulness, limited experience with the technology, and reluctance to invest in technological
equipment also emerge as barriers to VR adoption.
Originality of research – This study can help companies in the tourism sector to develop more
effective strategies to overcome these barriers, thereby improving the tourist experience and
increasing their competitiveness in the market using VR equipment.

Ključne riječi

Tourism; Virtual Reality; Tourist companies; Tourism Management; QDA; TOE

Hrčak ID:



Datum izdavanja:


Posjeta: 0 *